DJOY Company Style Guide

COMPANY STYLE GUIDE

DJOY Malaysia Sdn Bhd

CONTENTS 1. Introduction

1 2. Logo
2.1 Logo Usage
2.2 Clear-Space
2.3 Color - Greyscale ( on a white background )
2.4 Reversed out : Color - Greyscale
2.5 Scaling / Proportion
2.6 Primary Logo
2.7 Alternative Logo
2.8 Logo Usage Guidelines

3. Typography Standards
3.1 Primary Typeface / Corporate Typeface
3.2 Secondary Typeface / Corporate Typeface

4. Corporate Color

5. Stationary Set

1. INTRODUCTION

DJOY Malaysia Sdn Bhd is the largest doughnut company in Malaysia. The company based is in Seri
Kembangan.

DJOY serves different flavour of doughnuts. The ingredients to produce these doughnuts are 100%
guaranteed to be freshed. The signature doughnut for this company is Chocolate Iced Glazed. “Hot
Fresh Doughnuts Now” is the concept to attract the customers to visit DJOY. Besides, a friendly and
relaxing environment is provided for customers to enjoy their leisure time and do their gathering. Good
services are also well known by the customers.

Vision: DJOY Malaysia Sdn Bhd
To be the worldwide leader in sharing delicious tastes
and creating joyful memories
Mission:
To touch and enhance lives through the joy that is DJOY

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2. LOGO

The inspiration of naming the DJOY logo is based on its brand personality which is joyful. The symbol-
ism of the “D” is stand with doughnut whereas the “JOY” is referring to the brand personality. here has a
stroke with Brilliant Orange color under the logotype. The curved line of the stroke represents a “happy
smile”.

DJOY logo is a combination of two fundamental components which are the logomark and the logotype.

The logomark of the logo is a bitten doughnut. It contains 2 colors which are Cedar and Brilliant Orange.
Cedar represents the Chocolate glaze while Brilliant Orange represents the doughnuts. The Brilliant Or-
ange is used because the color meaning of this color is happiness which has matched with its brand per-
sonality. The bitten doughnut creates a feeling of vital. This can give a sense of how the delicious of the
doughnut can be.

The logotype of this logo is “DJOY”. Its font color is Claret. People can know their company’s brand name
through the logotype. The logotype is designed in a curved shape which is showing a “happy smile”.

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The full logo which is composed with the logomark and the logotype can not be recreated, modified
in any way or used as a separate components. This is to make sure the consistent of the identity of the
logo can be maintained.

Logomark Logo
(symbol)
Logotype 4

2.1 LOGO USAGE

DJOY logo can be used on all of the company or visual communications such as packaging, memos,
faxes, letterhead, business card, menu and etc. The simple design of the logo helps the company to be
recognized easily. Besides, the logo establishes brand identity of the company.

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2.2 CLEAR - SPACE

The minimum clear space serves as a “margin” for the placement of the logo in every instance. Any visual
elements such as typographic and photographic material should not infringe on the imaginary clear space
that has indicated around the DJOY logo. (The clear space is within the area indicated by the dotted lines)This
measurements of the clear-space are indicated by the “x”. Symbol “D” is representing the “x”.

2 1/4 x 1/16 x 4 x 1/2 x 1/2 x 1 1/2 x 2 1/4 x 5 1/6 x 1 1/2 x

1 1/4 x xx 1 1/4 x
11//28xx xx 8 3/8 x
13//44xx

x
4x

3/4x x
1/2x
1/2 x 1/2x
1 1/4 x

1/2 x 1 3/4 x
1/2 x
1 3/4 x

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2.3 COLOR & GREYSCALE ( ON A WHITE BACKGROUND)

The 2 color standard versions, color versions and greyscale versions can be used when it against with
a white background. Cedar, Brilliant Orange and Claret are the colors for the color standard version,
whereas Black and Dusty Gray are for the greyscale standard version.
No other color variations of the logo on a white background are permitted.

The positive spot color version of DJOY logo is preferred form in most context of usage. Greyscale
versions are acceptable if the option of using color is unavailable.

The greyscale version of the logo can be used in single color documents which could be printed with
cheaper price.

The color version of the DJOY logo can be used in some documents such as faxes, memos, letterhead,
business card and etc. while the greyscale version of printed DJOY logo can be used on receipts.

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Color Greyscale

Cedar Black
C: 52%, M:70%, Y:79%, K:69% C: 0%, M:0%, Y:0%, K:100%
R:59, G:36, B:22 R:0, G:0, B:0
Dusty Gray
Brilliant Orange C: 0%, M:0%, Y:0%, K:42%
C: 0%, M:46%, Y:89%, K:5% R:148, G:148, B:148
R:235, G:147, B:51
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Claret
C: 53%, M:100%, Y:39%, K:31%
R:107, G:24, B:78

2.4 REVERSED OUT : COLOR & GREYSCALE

The reversed-out versions is used when the DJOY logo is needed to be placed on a dark and color
background. With the appropriate color of the background, the DJOY logo can be seen and noticeable.
The color version of the DJOY logo should be put on a darker color background due to its light color
while the greyscale version of the logo should be put on a lighter background.
The DJOY logo can not appear on any other color of the background, which the color is other than the
color that has listed in “DO”.

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DO DON’T

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2.5 SCALING / PROPORTION

100% 80% 70% 60%

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50% 40% No matter how small the logo can be, it is still
remain its legibility. However, the size of the
logo which is smaller than 40 % looks much
25% more difficult to see it.

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2.6 PRIMARY LOGO

DJOY primary logo is combined with the logomark and the logotype. The logomark is a symbol of bitten
doughnut whereas the logotype is “DJOY”. The logotype with a curved shape represents a happy smile. A
stroke which represents a happy smile is shown under the logotype. The design of the logo helps to make
the brand recognizable and memorable.

This is the main logo that will be used in the primary brand applications such as websites and on busi-
ness stationery. The logomark which is the doughnut helps audiences to know what are the products that
they are selling. The curved shape of the logotype and the stroke are essential to the success of the brand
because the it has shown a happy smile which has applied with the concept of the brand personality
which is Joyful. Audiences will think that they will be delighted when they are visiting DJOY.

Primary Logo

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2.7 ALTERNATIVE LOGO

DJOY alternative logo can be used in replace the primary logo. It can not be used at the same time with
the primary logo.

The alternative logo of DJOY is a logomark which is the bitten doughnut and a curved shape stroke
under the doughnut. This logo can be used when the full primary logo is not necessary to be used or in
the situation that the brand name has already shown in the plain text. The alternative logo is also can
be used in the smaller items such as profile photos and packaging.

Alternative Logo

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2.8 LOGO USAGE GUIDELINES

There has some rules that are necessary to maintain the consistency of the logo and the integrity of the
brand.

Here are some rules that must be followed:

DON’T Official Logo
1. Change the color of the logo
2. Add extra elements of graphics or typographic to the logo
3. Resize the any part of the elements of the logo
4. Put any elements on the clear-space of the logo
5. Rotate the logo
6. Rearrange any part of the elements of the logo

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DON’T (EXAMPLES) 2 3
6
1

4
5

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3 TYPOGRAPHY STANDARDS
3.1 PRIMARY TYPEFACE / CORPORATE TYPEFACE

Debussy typeface is used for the corporate logotype. Its
Unique subfamily identification is Debussy Regular.

Debus sy Regular Debussy font is used for “DJOY” the logotype of the
ABCDEFGHIJLMNOPQRSTUVWXYZ logo.
abcdefghijklmnopqrstuvwxyz
1234567890 Debussy font is chosen for the logotype because it gives
a sense of professionalism and legibility. Besides, the de-
sign of this font looks cute which can attract its primary
audiences (younger adults with 20-30 years old).

This font is only acceptable in the company’s logotype
and should not use in another documents.

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3.2 SECONDARY TYPEFACE / SUPPORT TYPEFACE

Myriad Pro Regular Myriad Pro Regular, Myriad Pro Bold and Minion Pro are
ABCDEFGHIJLMNOPQRSTUVWXYZ used as the support typeface. Italics for Myriad Pro is also
abcdefghijklmnopqrstuvwxyz acceptable when apply in a digital based communication
1234567890 media.

Myriad Pro Bold Myriad Pro Regular is the support typeface for the inter-
ABCDEFGHIJLMNOPQRSTUVWXYZ nal communication items such as business card, letterhead,
abcdefghijklmnopqrstuvwxyz faxes and etc.)
1234567890

Minion Pro Myriad Pro Bold is used as a topic sentence.
ABCDEFGHIJLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz Minion Pro can be used in the digital based communica-
1234567890 tion media such as PowerPoint, websites, etc.)

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4. CORPORATE COLOR

Cedar, Brilliant Orange and Claret are the primary color for DJOY logo.

Cedar (brown) and Brilliant Orange are used in the logomark. Cedar dominates most of the space.
Claret (violet) is used for logotype. The Brilliant Orange is applied to the stroke which can help to
attract the attention from the audiences. Audiences can have a feeling of joyful while looking at the
curved shape of the stroke which represents a happy smile.

Cedar is used to represent the Chocolate glaze of the doughnut. Chocolate Iced Glazed is the signature
of the company.

Brilliant Orange is associated with joy and playfulness. It is used in the logo to stimulate the audiences’
emotion.

Claret is associated with royalty, creativity, fantasy and mystery.

Melanie and Sidecar are used as the supportive color. The colors are used as the designed patterns for
the business stationeries which are the business card, letterhead and envelope.

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Primary Color Secondary Color

Cedar (#3B2416) Melanie (#EBCDE3)
C: 52%, M:70%, Y:79%, K:69% C: 5%, M:22%, Y:0%, K:0%
R:59, G:36, B:22 R:235, G:205, B:227

Brilliant Orange (#EB9333) Sidecar (#F4E3B8)
C: 0%, M:46%, Y:89%, K:5% C: 4%, M:8%, Y:31%, K:0%
R:235, G:147, B:51 R:244, G:227, B:184

Claret (#6B184E)
C: 53%, M:100%, Y:39%, K:31%
R:107, G:24, B:78

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5. STATIONARY SET

Having a consistent business stationary can make the business look more professional
and can be trusted. The business stationary are having an essential role in the relation-
ship between company and customers. The stationary represents the company identity.
The business card helps to attract the attention of the audiences. So, 2 vital waves with
the color of Melanie and Sidecar are used to designed the card.
Myriad Pro Regular is used as the typeface for all of the stationary set.
All the placements of the elements are in consistent in all the business stationary.

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5.1 BUSINESS CARD Company Name
Size: 9 pt
5.5 cm DJOY Malaysia Sdn Bhd
66, Jalan Seri Serdang, 43300 Address Detail
Seri Kembangan, Selangor Size: 8 pt

Contact Details
Size: 8 pt

9 cm PHAN JIA YING 012- 9999088

Name FOUNDER & CEO DJOYo cial
Size: 11pt [email protected]
Position Title www.djoy.com
Size: 6 pt

Melanie

Sidecar

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5.2 LETTERHEAD 0.78 cm 1.12cm Contact Details
Size: 8 pt
Company Name DJOY Malaysia Sdn Bhd 012- 9999088
Size: 9 pt 66, Jalan Seri Serdang, 43300 DJOYo cial
Seri Kembangan, Selangor [email protected]
Logo www.djoy.com
Address Detail
Size: 8 pt 1.18 cm

1.18 cm

3.33 cm 1.15 cm
0.70 cm 1.86 cm

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5.3 ENVELOPE

22.86 cm

DJOY Malaysia Sdn Bhd
66, Jalan Seri Serdang, 43300
Seri Kembangan, Selangor

10.48 cm Front View
Back View
www.djoy.com [email protected] DJOYo cial 012- 9999088
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Company Style Guide
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